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Tuesday, March 19, 2024

Marketing Glossary

What is a web crawler, really? [Video]

A web crawler, also known as a spider or bot, is a program designed to systematically browse the internet, retrieving and indexing information from web pages. It operates by following hyperlinks from one page to another, collecting data for search engines or other purposes such as website indexing and data mining.

Google Search Central has published a new video ‘What is a web crawler, really?’.

The GSC team says, “In this episode of Search Off the Record, Gary Illyes and Lizzi Sassman take a deep dive into crawling the web: what is a web crawler, and how does it really work? Listen along as the Search team is joined by an expert web developer in the SEO community, Dave Smart, for an in-depth and technical discussion of all things crawling, and maybe dispel some myths along the way.”

Why Identifier Deprecation Won’t Kill the Open Web, April 11 [Webinar]

Many marketers are concerned that third-party identifier deprecation will threaten their ability to reach people on the open web. But with the right solutions and partners, brands can not only still reach in-market customers at scale, wherever they are, but also achieve better results than they did with cookies.

Adweek is hosting a webinar ‘Why Identifier Deprecation Won’t Kill the Open Web’ on Thursday, April 11, 2024, at 1.00 pm EDT.

The Adweek team says, “Loch Rose, Epsilon’s chief analytics officer, and guest speaker Tina Moffett, principal analyst at Forrester, will examine new research and insights on identifier deprecation and marketers can do today—and tomorrow—to deliver high-performing campaigns. You’ll find out:

  • What marketers believe are their greatest pain points right now
  • How the right tools and strategies can empower an omnichannel approach across the open web that surpasses the third-party cookie-driven capabilities of yesterday
  • How strong identity resolution that respects consumer privacy enables better measurement and person-based marketing regardless of data deprecation”.

Why Identifier Deprecation Won’t Kill the Open Web

Adweek

Whose Thought Leadership Is This Anyway? [Video]

Thought leadership involves pioneering ideas and insights that challenge norms and inspire progress in a particular field. It requires not only expertise but also the ability to communicate innovative perspectives effectively to influence others.

Content Marketing Institute has published a new video ‘Whose Thought Leadership Is This Anyway?’ featuring Robert Rose.

The CMI team says, “New research from Edelman and LinkedIn finds that over 50% of B2B executive decision-makers are consuming thought leadership content, yet only 15% of those leaders feel inspired by the materials. Robert Rose blames the tendency to view thought leadership as a marketing tactic rather than treating it as a business strategy. He says if brands don’t want to march toward mutually assured irrelevance, they should place more focus on providing rarely given answers.”

Content Marketing Institute

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What SEO clients should you take on? [Podcast]

The latest The SERP’s Up SEO podcast episode is titled ‘What SEO clients should you take on?’.

The SERP’s Up team says, “Wait, you should NOT take on every SEO client possible?

Yep.

Find out when does it and when does it not make sense to take on an SEO client. How do you determine if a client is the right fit for your services?

Wix’s Mordy Oberstein and Crystal Carter take a look into how to decide which SEO clients to take on.

CEO of Smart Simple Marketing, Sydni Craig-Hart, joins us to help you navigate varying approaches to taking on larger versus smaller clients. Plus, Foxwell Digital founder Andrew Foxwell discusses how qualifying leads will change in the future

Dive into some of the common red flags to look out for when on the hunt for new SEO clients.”

What SEO clients should you take on?

What Is Reverse Video Search And How To Use It?

Reverse video search is a technique used to find information about a video by inputting an image or a video clip instead of text. It allows users to search for the original source of a video, find similar videos, or identify objects, scenes, or people within the video.

Search Engine Journal contributor Alex Valencia has published an article explaining reverse video search and ways to using it.

He says, “A reverse video search essentially involves conducting the same process but in reverse.

Instead of entering a query/keyword to find content, you enter the content (like a video or image) to find its source. This reveals the webpage on which the video originally resides.

How Reverse Video Search Works

The result of a reverse video search relies on a search engine’s ability to interpret the colors and pixels within a video, and then find matching (similar or identical) videos on the web.

When successful, the algorithm is able to find the original source of the video and/or any other instances of the video online.

However, this process is not always 100% accurate. Even if a single pixel in the video has changed, it might not appear in the search results.”

How To Use Reverse Video Search (& Why It’s Useful)

Search Engine Journal

What Is Google Discover, and How Can You Boost Your Traffic? [Answered]

Google Discover is a personalized feed of content that is relevant to a user’s interests. It is part of Google Search and uses a user’s web and app activity to show content. Discover can include links to articles and YouTube videos.

MOZ contributor Clara Soteras has published an article explaining Google Discover and how you can use it.

She says, “Google prepared a perfect storm for the last quarter of 2023, linking important core updates related to helpful content to more minor changes to the system that will make any ship rock.

Those of you whose daily routine is marked by the business of the Discover feed may now be asking colleagues about the Discover traffic they are receiving, which is something common that folks responsible for media audiences do to see if it is something generalized or not.

The goal? To give feedback internally on what is happening if that day’s traffic is not as expected or, on the contrary, to bring to the editors’ attention if something technical may be affecting it. This is the volatility of Discover, the game where not everything is random, and strategy and skill are increasingly important.

I am sure you have read many guides on how to optimize your content to rank on Google Discover, but this is not just another one. Firstly, because I think it is extremely relevant to contextualize the importance of this channel for publishers today. Secondly, because I wanted to gather the opinions of the best experts on this channel, who have also shared their concerns about it.”

What Is Google Discover, and How Can You Boost Your Traffic?

MOZ

What’s The Impact of Link Quality on SEO Rankings? [Answered]

In search engine optimization (SEO), a quality link is a link from another website that search engines consider relevant, trustworthy, and authoritative.

Koozai contributor has published an article explaining the impact of link quality on SEO rankings.

The Koozai team says, “Link quality is often more important than sheer quantity. In a nutshell, ‘quality links’ are links from websites that Google and other search engines already perceive as being high quality. Quality links originate from reputable and contextually relevant sources. For instance, a backlink from a website like the BBC or a renowned industry website carries more weight for your SEO than several links from obscure directories.

What is ‘link relevancy’ and why is it important for SEO?

When we spoke to other experts to create our link building trends infographic, we saw relevancy and quality were very important. The ‘relevancy’ of the third party websites that link to your website is crucial for your SEO.”

What’s The Impact of Link Quality on SEO Rankings?

Koozai

WordStream Lists Nine AI Copywriting Tools

AI copywriting tools use machine learning to generate content, ideas, and suggestions. They can help you create custom content, such as copy or data-driven tips.

WordStream contributor Rob Glover has published an article featuring the nine best AI copywriting tools.

He says, “These are some of the best AI copywriting tools based on their popularity and from our own experience. We left ChatGPT off this list since it gets a lot of coverage. Plus, we’ve already written about it.

Copy.ai

Copy.ai is purpose-built to automate sales and marketing functions—and this includes a bucketload of tools for copywriters. You can use it to inspire outlines, briefs, social media posts, and even personalized marketing emails.

Workflows on Copy.ai make everything plug-and-play. Each workflow is made for a specific purpose, like ideating Facebook posts.”

The 9 Best AI Copywriting Tools (Free & Paid)

WordStream

Why Sacrifice Makes Social Better [Podcast]

Convince & Convert has published the latest episode of the Social Pros Podcast ‘Why Sacrifice Makes Social Better’ featuring Michael Corcoran.

The Convince & Convert team says, “Do you ever feel like you’re posting the same type of content over and over, but not getting the reach or ROI you once were? It can be easy to get stuck in a rut when you’re making risk-free decisions. This is why Michael Corcoran believes it’s time to be bold and question your choices. 

In this episode of Social Pros, Michael tells us how brands can pull themselves out of the “sea of sameness” by re-evaluating their priorities on social. He shares how he helped transform Ryanair’s content marketing strategy as their former Head of Social and gives us three foundations for a successful strategy. 

Michael believes social media is “the biggest pyramid scheme since Tupperware” and in this episode, he tells us why!

Why Sacrifice Makes Social Better

Convince & Convert